Twitter’s First ‘Promoted Moment’ Will Be This Ad for the Movie ‘Creed’

23 Oct 2015 | Author: | No comments yet »

Embedded Timelines.

Twitter has a team of curators working to bring you the best, most relevant tweets of the day as part of its new feature, Moments. The new tab rolled out two weeks ago as an ad-free experience, but that bliss was short-lived—now brands can be curators, too, with the test launch of Promoted Moments. Display the latest Tweets from a single Twitter account, multiple accounts, or tap into the worldwide conversation around a topic grouped in a search result. The first Promoted Moments campaign for the MGM, Warner Bros., and New Line Cinema movie “Creed” will go live this Sunday, according to a Twitter blog post.

Unlike Promoted Tweets, app install prompts, and other forms of advertising on Twitter, Promoted Moments won’t clog up your timeline with content you don’t want to see. Twitter uses Moments to aggregate notable tweets around certain topics, including news events and TV show episodes, with a heavy focus on big images and auto-play videos. Advertisers will have a dedicated channel for 24 hours within the Moments tab, where they can curate tweets, photos, videos, Vines, and news articles related to whatever they want to promote.

An embedded timeline consists of two parts: a link to the full timeline display on added to your webpages; and Twitter’s widget JavaScript to enhance the link with a fully-rendered Timeline. From the beginning, Twitter has also teamed up with other media brands, with the Washington Post, Buzzfeed and the New York Times being among an handful of partners able to curate their own Moments. Why this matters: Promoted Moments could be big business for Twitter—they include a variety of formats, including video, bundled in one channel, which advertisers must love. If brands bring their highest-quality content to Promoted Moments, and if Twitter nails the mix of advertising that you’ll see, the platform might achieve Instagram-level ad quality—ads that you actually don’t mind seeing. (Although Instagrammers are now complaining that ad quality is now dwindling, so networks must constantly strive to find the right balance.) The timeline includes a Follow button in the header to encourage new followers and a mention web intent footer to encourage new conversations specific to your Twitter account.

Team lead Andrew Fitzgerald told Variety earlier this month that his team will be completely isolated from any revenue-generating initiatives. “It’s a pretty strict church and state divide,” he said. We recommend creating a new widget from the account responsible for your website (not your personal account) for easy discovery by your team and customization as your site changes. 2. Control the frame around the list of compact Tweets displayed in a list template by setting a data-chrome attribute with space-separated tokens for each chrome component.

A timeline has a politeness value of polite by default; set a data-aria-polite attribute value of assertive to set the embedded timeline live region politeness to assertive.

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